Relationship marketing: case studies of personal experiences of eating out

Author: Rashid, Tahir

Source: British Food Journal, Volume 105, Number 10, 2003 , pp. 742-750(9)

Publisher: Emerald Group Publishing Limited

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Abstract:

This paper explains relationship marketing (RM) and discusses the benefits to customers and firms applying RM. Nine dimensions central to making RM successful are assessed. These are: trust, commitment, social bonding, empathy, experiences, fulfilment of promise, customer satisfaction, internal relationship marketing, and communication. The researcher then describes three personal experiences of eating out in three different restaurants and discusses good RM techniques applied deliberately or otherwise by these establishments.

Keywords: Customer services quality; Food industry; Relationship marketing

Document Type: Research article

DOI: http://dx.doi.org/10.1108/00070700310506281

Publication date: 2003-11-01